The exact size of Amazon’s growing advertising business has been revealed for the first time.
The giant retailer generated $US31.2 billion in advertising last year.
Amazon had been recording ad revenue in a part of the financial statements which included other business.
In releasing its December quarter numbers, Amazon has given advertising its own line in the results.
Over the three months, advertising services grew by 32% to $US9.716 billion.
Third party sellers are big users of Amazon advertising.
CFO Brian Olsavsky told analysts: "We continue to invest a lot to make sellers -- help sellers be successful on our site.
"They are big consumer of advertising as well because they use it to build their brands and add -- enable customers to see their selection and make purchases.
He says advertising got to a size where it made sense to break out its performance in the financial statements.
Overall, Amazon reported net sales up 9% to $US137.4 billion in the fourth quarter. Over the full year Net sales were up 22% to $US469.8 billion
The company reported its biggest Black Friday to Cyber Monday holiday shopping weekend, with apparel, beauty, home, and toys among the top-selling categories.
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